Opticenter - The Voice of Vision West - Winter 2018

THE VOICE OF VISION WES T Winter / 2018

www.vweye.com

IN THIS ISSUE: FROM THE PRESIDENT’S DESK

By Joseph C. Mallinger, OD, MBA, FAAO

T H E V O I C E O F V I S I O N W E S T 1-Hour Quick Bites Back to the Basics

By Fred H. Dubick, OD, MBA, FAAO

HOW OUT-SOURCING CAN IMPROVE YOUR LIFE AND PRACTICE PROFITABILITY

By Perry D. Brill

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| © 2018 OptiCenter - The Voice of Vision West are registered trademarks of Vision West, Inc. All rights reserved.

10 Essential Features that You Need When Partnering with a Practice Performance Dashboard Company

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EFFECTIVE JANUARY 1ST, 2018 Vision West Members will now be able to bill their Acuvue purchases through their Vision West account.

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800.640.9485 - www.vweye.com

FROM THE PRESIDENT’S DESK

The arrival of the New Year represents that time of the year when I attempt to remind each of you that your Optometric Practice is a business and as such you are – by default – the President / CEO of your company. What do these words mean to you and your staff members?

The answer in a word is Leadership! Your leadership, your ability to clearly define the Goals and Objectives for your office in 2018. Without a clear Mission Statement that your staff members can believe in and point to with each of the decisions they make while striving to achieve those Goals and Objectives – the office will merely function.

Have you ever asked yourself or have you ever offered a Mission Statement to your staff members? What is a Mission Statement for your office? A Mission Statement explains the reason for the existence of your Optometric Practice. I suggest to each of you that it should not be too difficult to fashion a Mission Statement around the delivery of the highest quality Eye Health and Vision Care to each of the patients seeking your professional services.

With a properly thought out Mission Statement in place you can then go about discussing with your staff members specific Goals and Objectives that your practice can and should achieve during fiscal year 2018. It is here where you can set priorities stemming from the above Mission Statement. Examples might include being certain each patient fully understands his or her options with regard to the use of best quality ophthalmic lens, ophthalmic frame, soft or rigid gas permeable contact lens options and most certainly that each patient fully understands the medical treatment plan you prescribe for the resolution of their ocular infection or anomaly.

Having such guidelines that you and your staff are proud to discuss with your patients will assist you when you hold your weekly staff meetings. If not weekly staff meetings - then every other week you should be holding staff meetings where each staff member reports his or her progress relative to a specific Goal or Objective. These discussions can and will lead your staff members to take advantage of the many online staff education video offerings on the Vision West website. Increased training of your staff members will lead them to better understanding of their position within your practice.

You have heard the following more than one time however it is important to repeat. Each staff member must feel they are an integral part of the success of the practice. The

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staff person answering the phone calls into your practice is the ‘voice and likely the first contact’ between your patient and the office. His or her position is as vital to the success of the practice as is the position of the optician whose training allows him or her the ability to transfer the necessary knowledge regarding ophthalmic visual correction options to your patients. The interactions of your staff member providing the ‘pre-testing’ for your examination sets the tone for you as the Eye Health and Vision professional.

Now is the time to stop the mindset that empowers the ‘hope that the office improves next year’ and turn the thought process into one of taking the Actions necessary to lead your staff members while including them at every level of what it takes to have a meaningful Optometric Practice. One delivering the most professional – highest quality - Eye Health and Vision services to each of the patients seeking your professional expertise!

Remember back to all those years of training, each of your final exams, each of the National Board Exam Sections and finally – if necessary a State Board Examination you took the time to study and learn what is necessary for you to be the best Eye Health and Vision Professional possible.

Those hours, weeks, months, years and days studying long into the night to become the best Eye Health and Vision Professional for your patients should never be overlooked!

Take the time to reflect upon being that healthcare provider you originally dreamed of becoming – only then will you and your staff fully realize the success your office is capable of delivering to you, to and for your staff members and most importantly to and for your patients.

Wishing you all the best in 2018!

Joseph C Mallinger OD MBA FAAO President / CEO Vision West

From the President’s Desk: Joseph C Mallinger OD MBA FAAO President / CEO Vision West

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2018-01-03 2:07 PM

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1Q-HOUR uickBites THE BUSINESS OF PRACTICE

Next in a series of easy, quick management tips that you can implement in your practice today in less than an hour,

by Fred H. Dubick, OD, MBA, FAAO.

One Hour Quick Bites: Back to Basics 3 tips that are pivotal to great customer service:

1Q-HOUR uickBites Fred H. Dubick, OD, MBA, FAAO

ATTITUDE Are you and everyone in the office excited to be there today? Does your demeanor and body language express that feeling to the next patient you interact with? A comprehensive examination requires the patient to interact with possibly up to 5 employees in addition to the doctor. That customer service experience is only as good as the weakest link in the chain. No one wants feedback from a survey or an entry on social media that points out how they would have given you 5 stars instead of 4 but for a negative part of the experience.

HOSPITALITY “Good morning” and/or “Welcome to our office, “delivered with a genuine warmth as a greeting to everyone entering the office is critical. These are not only for the patients, but coworkers, vendors and delivery people as well. If the receptionist is on a telephone call, a nod and smile of acknowledgement to the visitors approaching the reception area will let them know you will assist them as soon as the call is completed.

CELL PHONES USE BY STAFF Be specific on when and where within the office employee cell phones are permitted.

No cellphones should be in any patient care area. Those doctors, assistants, technicians and opticians should have their phones remain either at their back office workspace or in the employee break room and not in a pocket even on silence mode. Reception staff and back office staff can have them out of sight, on silent mode and only touched if no patients are in the immediate area. Use of the cellphone should be limited to urgent communications only unless the employee is on a break.

Please remember that patients have the choice to get the same services and materials at your colleague down the street. Have a great attitude in additional to fabulous, professional care delivered by warm staff and those patients will both return next year and refer friends and family to you.

VIEW & PAY Your Statement Online visit: www.vweye.com

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Online Education Resources

learn online WITH TWo greaT CoNTeNT SoUrCeS

Vision West is proud to partner with Quantum Optical, the leader of online education for Eye Care Professionals and their staff. The Vision West Education Portal provides our members with some of the best online and on-demand education available.

CoUrSeS INClUde:

abo, ncle, cpc/aoa, cope, state board approved credits.

$5.00 per unit for Vision West members – a saVings of $10.00 per unit!

Marshall B. Ketchum University (Southern California College of Optometry), in partnership with Vision West, offers innovative, academically-rigorous and accessible online COPE courses for Optometrists. Marshall B. Ketchum University’s available online coursework is designed to offer optometrists a timely and convenient option in order to fulfill the requirements for license renewal, per the regulations implemented by The California State Board of Optometry. Each course has been documented and accredited to meet the required criteria for self-study work. The California State Board of Optometry will allow optometrists to complete a maximum of 20 units of online coursework. exTraS INClUde:

all online courses have been cope-approved for continuing education credit.

Vision West members saVe $10 to $20 depending on the course.

To access both of these sites, Login to your Vision West account at www.vweye.com and go to the Resources tab and select either ‘Vision West Online CE/ABO’ or ‘Marshall B. Ketchum University (SCCO) Online CE Courses’ in the Education/Training Resources section.

Visit us at vweye.com or call 800-640-9485 for more information.

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THE NEW MEANING OF O.S.

How Out-Sourcing Can Improve Your Life and Practice Profitability

By Perry D. Brill MASTER IT FASTER Today, change happens faster and faster. When you master it, there’s a new disruptor on the market. But how do you disrupt your own business? Outsourcing can give you the leading edge. Employ specialized companies to streamline your in office systems so you can pay attention to your core business.

Face it; you’re in the business of optometry. You’re not a HR specialist, accountant, or website developer.

LEAD WITH GUIDANCE 5 years ago, I joined my father, Raymond Brill, OD, MBA, FAAO, FOAA, at our 35-year state of the art practice in Mission, KS. I came in naive with a solid set of optical skills and an inherent knack for business, marketing, and

operational management. I held my head high thinking I could provide an incubating atmosphere to develop all our departments in-house. I soon realized the task required far too many hours, software, resources and detailed management.

So, the outsourcing began.

SYSTEMS RUN BUSINESSES AND PEOPLE RUN SYSTEMS When you start a practice from scratch, you have plenty of time to be a do-it-yourselfer and tinker with all aspects of your business including janitorial. As time gets scarce, your time is better spent providing professional care.

Don’t expect to hire a specialized company for a system-ina-box approach though. You will still need to implement a checks and balances system to make sure expectations are met or exceeded.

BENEFITS TO OUTSOURCING INSURANCE CODING AND BILLING Prompt payment, fewer denials, scrubbing of claims before submission

COLLECTIONS Reduce patient receivables, collect money owed promptly, free up staff time

INFORMATION TECHNOLOGY Secure setup of servers, tech issues fixed quickly, backups of patient records, 24/7 monitoring

LENS FABRICATION Instead of outsourcing, think about bringing in-house.

Edgers and stock lenses are very affordable now. Reduce delivery time on eyewear.

ACCOUNTING & TAXES Manage profit and loss statements, predict trends, know what to buy and when, save money on taxes, obey laws properly PAYROLL User friendly platform to record hours, detailed reporting and calculators, direct deposit capability

In summary, rethink your systems. Calculate how much each category costs you per year in-house versus outsourcing.

For example, a $15 per hour employee costs you about $30,000 per year. Could you get the same tasks accomplished

VIRTUAL FRONT DESK PERSONNEL Confirm appointments automatically by voice, text and email with robotic systems. Free up front desk staff to enhance in-office experience.

WEBSITE Develop fast and user-friendly website and mobile site for increased traffic, functionality, online shopping, and information about products and services.

by outsourcing to a company who has a dedicated team to do it for only $15,000? If you fail to plan, you plan to fail.

Revaluate these scales of efficiencies and economies yearly as new disruptive innovations impact the optometric profession.

Perry Brill is a graduate of the University of Kansas. He has been general manager of Brill Eye Center in Mission, KS for the past 5 years. He is constantly thinking of fresh approaches to obsolete traditional ways of doing business. Marketing in a millennial fashion is at the heart of his ongoing initiatives. He can be reached at perry@brilleye.com

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GLIMPSE

10 essential features that you need when partnering with a practice performance dashboard company There are 10 essential features that you need to check on when considering partnering with a performance dashboard company.

These 10 features are: Accuracy assurance, the ability for fast analysis, encrypted data delivery, staff engagement tools, missed revenue identifiers, the ability to customize to your specific practice behaviors, goal setting & tracking software capabilities, Multi-location comparison ability for practices with more than one location, benchmarks that are designed to update on a consistent and designed basis and performance metrics for doctors & staff.

Neutralizing your data so it is consistent and reliable is critical to establishing accuracy when comparing to the total database of data. Glimpse utilizes a propriety software called Verifieye which accounts for “garbage in, garbage out” data entry. Verifeye is customized for each practice to ensure accurate data and full transparency of how your dashboard is tracking your data. When “Verifieye” detects an issue it automatically sends an electronic message to you and to Glimpse so the issue can be resolved in a timely and efficient manner.

Speed and mobility are essential ingredients for any practice performance dashboard system. Knowing exactly where your practice is at in terms of analytics is critical to your success. Glimpse user’s, at the click of a button, can quickly access all of their business trends and staff dashboards from any web enabled device. Our dashboards are mobile friendly and interactive and alert you when metrics are declining or on the rise.

High Data Security has to be a priority in today’s electronic world. All Glimpse data is encrypted, de-identified HIPPA compliant and stored in highly secure cloud hosted AWS servers.

Utilizing “Gaming Technology” allows the practice to design a variety of games and contests that are not only fun for the staff but are engaging and educational! Staff can follow along in real time so they always know where they stand in terms of results. Contest and Games can be for solo individuals or for teams. The Glimpse Gamecenter allows you to quickly engage your staff and increase revenue through metric gaming.

Missed revenue identifiers are common to any performance system. Making them meaningful and actionable is the key to success here. Glimpse was designed by Doctors and Managers for Doctors and Managers. Glimpse’s intuitive dashboard design brings the data to life by allowing everyone to easily identify strengths, weakness, opportunities, and threats.

We believe that adjusting the system to the behavior of the practice is what’s important – NOT trying to get the practice to adjust its behavior to the system. Glimpse dashboards allow you be selective with specific key performance metrics that best fit your needs. You decide what’s important to you and then we customize the system to you.

Setting goals that are easy to interpret, measure and report on is essential. Glimpse’s Spotlight software allows you to easily set goals for your team and track those goals over time.

For those with multiple locations, multi-location comparisons are critical. Glimpse’s enterprise solution allows all MultiLocation entities to streamline their analytics.

Benchmarks are important features for a performance dashboard system to have and most have them. However, the trick is to make them meaningful, real-time and easy to understand and deploy. Glimpse utilizes a robust benchmarking system for you to compare your practice to real-time aggregated national & regional averages and like sized revenue locations.

Identifying your team’s strengths, weaknesses, and opportunities are vital to improving individual performance.

Glimpse provides easy to understand performance rating on your entire team based on goals and metrics that you establish.

Find out what your colleagues have to say about Glimpse and how Glimpse has helped them run more efficient and profitable practices.

Go to www.glimpselive.com or www.glimpselive.com/request-demo.html to schedule a no obligation demo.

Special Vision West pricing:

Vision West members receive a special set-up fee of $1299 (normally $1600) plus 6 months free service! After that, monthly service for only $99 (compared to $120).

Remember to bill through your Vision West account.

10 ESSENTIAL FEATURES YOU SHOULD HAVE ON YOUR CHECK LIST WHEN PARTNERING WITH A PERFORMANCE DASHBOARD COMPANY.

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Fast Analysis:

Glimpse user’s, at the click of a button, can quickly access all of their business trends and staff dashboards from any web enables device. Our dashboards are mobile friendly and interactive and alert you when metrics are declining or on the rise.

High Data Security:

ALL Glimpse data is encrypted, de-identified, stored in highly secure AWS data centers.

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2

Accuracy:

Glimpse utilizes a propriety software called Verifieye which corrects for “garbage in, garbage out” data entry.

Verifeye is customized for each practice to ensure accurate data and full transparency of how your dashboard is tracking your data.

The Glimpse Gamecenter allows you to quickly engage your staff and increase revenue through metric gaming.

Missed Revenue Identifier:

Glimpse was designed by Doctors and Managers for Doctors and Managers. Glimpse’s intuitive dashboard design brings the data to life by allowing everyone to easily identify strengths, weakness, opportunities, and threats.

Customizable:

Glimpse dashboards allow you be selective with specific key performance metrics that best fit you needs. You decide what’s important to you.

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Staff Metric Engagement Tools:

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Goal setting & Tracking Software: Glimpse’s Spotlight software allows you to easily set goals for your team and track those goals over time.

Multi-Location Comparisons:

Glimpse’s enterprise feature allows all Multi-Location entities to streamline their analytics.

9 10

Live Benchmarks:

Glimpse utilizes a robust benchmarking system for you to compare your practice to real-time aggregated national & regional averages and like sized revenue locations.

Doctor & Staff Performance Measures: Identifying your team’s strengths, weaknesses, and opportunities are vital to improving individual performance.

To schedule a demo, please go to https://www.glimpselive.com/request-demo.html | 904-503-9616

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GLIMPSE

Glimpse is the Industry’s first “push” informatics service designed to help ECP’s measure and track performance, identify growth opportunities, forecast future trends, and compare results among peers. Our task is to ensure that the best healthcare information technologies and practice management tools are integrated and made available.

Glimpse was created by private business owners who wanted to analyze their performance. Understanding that a business owner serves many roles, Glimpse was designed to save time and increase profits by reporting key business opportunities in an easy and intuitive report.

The Glimpse program safely interacts with the owner’s database to create a Glimpse report on a daily basis. The Glimpse report enables the owner to instantly track their total

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Shown below is the Upland series. One of the more contemporary Designer Series styles, Upland features a customizable laminate or wood accent detail in the soffit and clean horizontal and vertical lines.

For more information about all of our Designer Series Displays, or to take advantage of Fashion Optical Displays’ free dispensary design service, please call 800-824-4106. Visit the company’s website at www.fashionoptical.com to view its wide range of products.

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Round shape featuring flat metal heart shape front and slim metal temples capped in acetate. signature metal spade logo on left temple. available in red/brown lenses, pink/brown shaded pink lenses and black/gray shaded lenses.

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INDUSTRY UPDATES

Modernism meets eyewear design The all new SPINE Collection has two great options: the original 7.5 mm hinge provides that strong statement which perfectly displays the signature hinge that ismeets unmistakably SPINE, while the 4.5 hinge gives way to a more Modernism eyewear design Modernism meets eyewear design subtle and minimalist look. Same performance that you have come to expect from Spine.

The all new SPINE Collection has has two the original 7.5 7.5 mm mm hinge provides that strong statement TheThe all actate new SPINE two great greatoptions: options: provides thatactive strong finish ofCollection SP 1023 in Brown offered in the 7.5the mmoriginal hinge series is a hinge great option for the man.

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the active man. In contrast, the SP 1406 in Black/Tortoise with the 4.5 mm hinge design plays to a retro Spine moves in all directions, absorbing and dissipating shocks with temples shutting automatically.

crowd with patented, its key hole bridge with so a hint Tortoise.

Globally youcontempory can be assured there accented is no substitute, don’tofaccept one.

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INDUSTRY UPDATES RUDY PROJECT

RUDY PROJECT UNVEILS NEW TRALYX SLIM, TURNS HEADS Rudy Project, crafters of Italian-made, awarding winning performance sunglasses, helmets, goggles, and prescription solutions, is expanding the Tralyx sunglass family on the small side. After extensive research and input from thousands of athletes, the Design and Tech Team at Rudy Project is unveiling the new Tralyx SLIM. The single-lens, shield-style performance Tralyx sunglass debuted in 2015 and was hailed by athletes as the apex of performance eyewear engineering, complete with adjustable temple tips and nose pads, and an ultralight frame equipped with Power Flow venting for a fog free fit. The new Tralyx SLIM is geometrically engineered with a narrower and slimmer profile, perfect for smaller faces. As the newest member of the Tralyx family, the SLIM is distinctively smaller than its larger namesakes, the Tralyx and Tralyx XL, and incorporates the exact same features that won Triathlete Magazine’s Best in Fit. Contact: Simone Cordery-Cotter simone@gorace.pro 949-272-2476 www.e-rudy.com

VISION WEST EMPLOYEE OF THE YEAR

Congratulations Claudia Kaapke!

Please help us congratulate Claudia Kaapke, who was nominated by her peers as the Exemplary Employee of the Year. Claudia is a huge part of our Billing team and works diligently every month with our vendors to help the department produce accurate and timely member statements. Claudia has been with Vision West since 2003 and is very appreciated by our team. She is kind, curious, dedicated and adds a lot of fun to our office environment. Thank you Claudia for all you do!

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